D’Arcy Helping BuyPower Evolve

A TV commercial due to break nationally during the March 26 Academy Awards aims to position General Motors’ BuyPower program as a practical clicks-and-mortar alternative to third-party Internet car buying services.
The 30-second spot from D’Arcy Masius Benton & Bowles, Los Angeles, uses time-lapse images of a Chevy Tahoe sport utility vehicle against the New York skyline. A voiceover says the exact vehicle can be found at a GM dealer in Floral Park, N.Y., or at www.gmbuypower.com, “where you’ll get the dealer’s best price.”
Part of an estimated $30 million campaign, the spot closes with the site’s logo and tagline, “Come take a look at GMBuyPower.com.”
It marks the third phase in the evolution of the BuyPower service, which was launched on the West Coast in 1997 with the tag, “Things just got easier.” When the service went national last year, ads stressed the control it brings consumers.
The new spot stresses the idea that BuyPower “is really a clicks-and-mortar experience,” said agency vp, management supervisor Phil Odell.
The ad will air on network and cable TV. Print will hit national consumer magazines. An aggressive online program will include banners and sponsorships. Spot buys are also under consideration, Odell said.
Media planning is handled by D’Arcy’s MediaVest unit offline and Novo Interactive online. GM’s media buying services are making buys.